TY  - BOOK
AU  - Shank,Matthew D.
TI  - Sports marketing: a strategic perspective 
SN  - 9780132285353
U1  - 658.804 22 ed.
PY  - 2009///
CY  - Upper Saddle River, N.J.
PB  - Pearson Prentice Hall
KW  - Marketing Deportivo
KW  - Sports
KW  - United States
KW  - Marketing
KW  - Economic Aspects
N1  - Incluye referencias bibliográficas, índice, glosario, etc; Pte. 1. Contingency framework for strategic sport marketing -- Cap. 1. Emergence of sports marketing -- 2. Contingency framework for strategic sports marketing -- Pte. 2. Planning for market selection decisions -- Cap. 3. Research tools for understanding sports consumers -- 4. Understanding participants as consumers -- 5. Understanding spectators as consumers -- 6. Segmentation, targeting, and positioning -- Pte. 3. Planning the sports marketing mix -- Cap. 7. Sports product concepts -- 8. Managing sports products -- 9. Promotion concepts -- 10. Promotion mix elements -- 11. Sponsorship programs -- 12. Pricing concepts and strategies -- Pte. 4. Implementing and controlling the strategic sports marketing process -- Cap. 13. Implementing and controlling the strategic sports marketing process
ER  -